Upload
newzoo
View
1.718
Download
2
Tags:
Embed Size (px)
Citation preview
29JAN2013NYC
CONTENT MARKETING IN A MULTI-SCREEN WORLD
MOBILE GAMES | CONSUMERS VS METRICS
PETER WARMAN CEO NEWZOO
© 2013 Newzoo
29JAN2013NYC PETER WARMAN CEO NEWZOO
CONTENT MARKETING IN A MULTI-SCREEN WORLD
MOBILE GAMES | CONSUMERS VS METRICS
COMPUTER SCREEN
ENTERTAINMENT SCREEN
FLOATING SCREEN
PERSONAL SCREEN
Facts On Screens and Dads
22% of all American gamers
play on all four screens, totaling
34,500,000 Americans
71% of 6.1 million American paying
mobile gamer Dads with kids at home spend that money
mainly on their kids.
© 2013 Newzoo
Only 46% for Moms…..
#1 MultiScreen Gamers in the World
UK: 26%
ENTERTAINMENT SCREEN
COMPUTER SCREEN
FLOATING SCREEN
PERSONAL SCREEN
CONSUMER
Screens
Connectors
SOCIAL NETWORKS
THE CLOUD
THE REAL WORLD
© 2013 Newzoo
Games Metrics
Let’s Lean Back And lets take a fresh look
Three Reasons To lean back and take a fresh look
Investors are lost
1 2 3
Consumers spread their budget
Cost of acquisition is too high
© 2013 Newzoo
The Gap between investors and our industry
Source: Digi-Capital
© 2013 Newzoo
We understand
our industry
But investors haven’t got a
clue
The Jargon Versus trends that matter…
2011/2012 o Social Gaming o Cloud Gaming o (Mobile Gaming)
2012/2013 o Mid-Core Gaming o Social Casino Gaming o Gamification
© 2013 Newzoo
by confusing investors with our jargon, old school segmentation, and lack of providing the
total picture and global perspective. The result: No clear outlook on the future = No (external) investments.
© 2013 Newzoo
….but….
We are taking a huge risk
The Global Picture a healthy market
North America $21.8bn
+1% CAGR
Europe $18.8bn +3% CAGR
Latin America $3.8bn
+14% CAGR
Middle-East & Africa $1.0bn +21% CAGR
Asia-Pacific $22.2bn +13% CAGR
Total
$68bn +7% CAGR
Source: Newzoo 2012 Games Market Revenue Report
274m gamers
169m gamers
89m gamers
47m gamers
298m gamers
880m gamers
© 2013 Newzoo
2012
access
screens
fre
e
biz
z m
od
els
organisation
services
pro
fit
valu
e
2. GAMES ARE FREE
4. BALANCING BUSINESS MODEL
1.C
ON
SUM
ERS
USE
4 S
CR
EEN
S 3. G
AM
ES AR
E SERV
ICES
MARKET GROWTH
PLAYERS MONEY
TIME PAYERS
© 2013 Newzoo
CONSUMER PERSPECTIVE
INDUSTRY PERSPECTIVE
5. GLOBALISATION
The 5 trends that really matter and determine growth
+8%
+26% +17%
+8%
+33% +18%
+1% +3%
avg. spend per paying gamer
-26% ($21.2/month)
2012 vs 2011 2012 vs 2011
33% 66%
$
OF ALL*
DOWNLOADS OF ALL*
MONEY
TO SMARTPHONES AND TABLETS WERE
GAMES
SPENT ON SMARTPHONES AND TABLETS WAS SPENT ON
GAMES *BASED ON iOS APP STORE DATA IN 44 COUNTRIES & PLAYSTORE DATA OF 17 COUNTRIES
© 2013 Distimo/Newzoo
$9bn +32% >500M >175M CONSUMER SPEND ANNUAL GROWTH MOBILE PLAYERS PAYING PLAYERS
The Global Picture mobile (tablet and smartphone) games (2012)
access
screens
fre
e
biz
z m
od
els
organisation
services
pro
fit
valu
e
2. GAMES ARE FREE
4. BALANCING BUSINESS MODEL
1.C
ON
SUM
ERS
USE
4 S
CR
EEN
S 3. G
AM
ES AR
E SERV
ICES
MARKET GROWTH
PLAYERS MONEY
TIME PAYERS
© 2013 Newzoo
Mobile Games All growth KPIs above average
+34%
+69%
+17%
+35%
avg. spend per paying gamer
-19% ($5.4/month)
+26%
+8%
+33%
+1%
TOTAL MARKET
TOTAL MARKET
TOTAL MARKET
TOTAL MARKET
CONSUMER PERSPECTIVE
INDUSTRY PERSPECTIVE
5. GLOBALISATION
2012 vs 2011 2012 vs 2011
All Mobile Screens overlap of use and complementary smartphone and tablet markets
© 2013 Newzoo
CHANGE IN 6 MONTHS
Back to the Screens using the Newzoo Screen SegmentationTM Model
© 2013 Newzoo
ENTERTAINMENT SCREEN
COMPUTER SCREEN
FLOATING SCREEN
PERSONAL SCREEN
CONSUMER
Screens
Connectors
SOCIAL NETWORKS
THE CLOUD
THE REAL WORLD
71% 50%
32% 7%
29% 64%
14% 37%
37% of all US paying gamers also spend money on a Floating screen
7% of all money spent on games
by US gamers goes through the
Personal screen
Shall I follow… …my paying gamers across his screens?
© 2013 Newzoo
US UK GER FR IT ES BE NL RU BR PL TR AUS
13.500.000 WoT Gamers
PERSONAL SCREEN
COMPUTER SCREEN
CONSUMER
8.900.000 spend money on
mmos
4.100.000 also spend money on
smartphones
ENTERTAINMENT SCREEN
COMPUTER SCREEN
FLOATING SCREEN
PERSONAL SCREEN
CONSUMER
Screens
Connectors
SOCIAL NETWORKS
THE CLOUD
THE REAL WORLD
© 2013 Newzoo
Xbox Players And their cross-screen gaming behaviour
age 10-50
45.7M players
91% also plays on a computer: 41.6M. 16.9M of them spends money on boxed or downloaded PC games
74% also plays on a smartphone: 33.8M. 15.1M of them spends money on mobile games.
47% also plays on a
tablet or handheld console: 21.5M
“your paying players spend a maximum of 30%
of their budget on your single screen game”
- Peter Warman, CEO Newzoo
Shall I follow… …my paying gamers across his screens?
© 2013 Newzoo
Single Screen Metrics are very cool
© 2013 Newzoo/Distimo
downloads
revenues
24 DEC 2012 - 19 JAN 2013
24 DEC 2012 - 19 JAN 2013
ENTERTAINMENT SCREEN
COMPUTER SCREEN
FLOATING SCREEN
PERSONAL SCREEN
CONSUMER
Screens
Connectors
SOCIAL NETWORKS
THE CLOUD
THE REAL WORLD
© 2013 Newzoo
Single Screen Metrics are very cool but watch out
1. Cost of acquisition 2. Conversion 3. ARPPU 4. Lifetime Value
OOOPSSS!! My COA is unaffordable
What do I do now?
Metrics
ENTERTAINMENT SCREEN
COMPUTER SCREEN
FLOATING SCREEN
PERSONAL SCREEN
CONSUMER
Screens
Connectors
SOCIAL NETWORKS
THE CLOUD
THE REAL WORLD
© 2013 Newzoo
Games as IP Marketing across all screens. What travels best? Content! Games
Consumers Drive Change And expect IP to travel across screens
EU US JP
iOS vs GooglePlay Top 200 grossing games, December 2012
© 2013 Newzoo
US TUR POL
Women play, Men pay
Age/gender of payers
Revenues
© 2013 Newzoo
Know Your Gamer Especially the ones that pay
work situation income work situation income
© 2013 Newzoo
Know Your Gamer Especially the ones that pay
Did you know that there are 5,800,000 paying American female mobile gamers that frequently shop at CVS Pharmacy?
© 2013 Newzoo
Know Your Gamer Especially the ones that pay
Did you know that 48% of 4.5M paying female mobile gamersthat actively use an iPad frequently use Craigslist?
…. 2.5M male paying mobile gamers that use an iPad can be found on espn.com?
© 2013 Newzoo
Know Your Gamer Especially the ones that pay
Did you know that 27% of 7.3M paying male mobile gamers that actively use an iPad frequently watches CNNt?
…. 0.8M female paying mobile gamers that use an iPad watch Nickelodeon?
In an Ideal World We would exactly understand consumers and have all the metrics
© 2013 Newzoo
ENTERTAINMENT SCREEN
COMPUTER SCREEN
FLOATING SCREEN
PERSONAL SCREEN
CONSUMER
Screens
Connectors
SOCIAL NETWORKS
THE CLOUD
THE REAL WORLD
Games Metrics
29JAN2013NYC
CONTENT MARKETING IN A MULTI-SCREEN WORLD
MOBILE GAMES | CONSUMERS VS METRICS
PETER WARMAN CEO NEWZOO
[email protected] www.newzoo.com
This keynote is available in the Newzoo mobile
app now
© 2013 Newzoo